market share - make sure that you show that the gap between the two companies is increasing. The general trend is important. Also, the spokesperson is just one reason for the decline in market share. More detail needed for headphone recommendation. Overall quite good.
1. Introduction
In the light of the unsatisfactory performance of MP3 players produced by our company, it seems that we need to identify the problems and make a number of recommendations accordingly. As requested ,this report analyzes those potential problems leading to low satisfaction of customers and declining market shares. The main aim is to improve the market share of H&F MP3 players.Based on the findings, analysis will be made followed by a conclusion and recommendations.
2. Procedures
The findings of attachment 1 for this analysis are based upon market survey carried out with consumers at M&D Market Research Company in February 2011.A total of 400 MP3 users which consists of 200 H&F MP3 users and 200 iGADFET MP3 users were interviewed and asked to complete a questionnaire on the design, functions, sound quality and other aspects of the H&F and iGADGET MP3 players. Another attachment indicates the market shares of both H&F and iGADGET MP3 players from March 2010 to February 2011.
3.Findings
3.1 Overview Attachment 1 shows the satisfaction with H&F and iGADGET MP3 players in February 2011. It was found that there were three main areas that need to be improved. They are design, functions and headphone quality respectively. Other aspects including sound quality and battery life are not our main concerns. Attachment 2 mainly focuses on the H&F and iGADGET market shares. It is clear that our market shares has declined steadily.
3.2 Design Only less than half of the interviewees were satisfied with our design of the products while more than four-fifths of them were contented with our competitors, iGADGET MP3 players. The possible reasons seem to be old-fashioned design and the scarcity of color choices. However, our competitors provides more color choices for the consumers. Therefore, it implies that more people will prefer IGADGET MP3 players.
3.3 Functions Under two-fifths of consumers shows satisfaction with our products while about two thirds of them were satisfied with our competitor's MP3 players. It is probably due to the fact that our product is not user-friendly enough and a software program needs to be installed before transferring music to MP3 format. Compared with iGADGET MP3 players, they simply drag and drop which is more convenient for the users. It shows that the interviewees like simple transferring procedure.
3.4 Headphone quality Over a quarter of the interviewed feel happy when using our products while exactly two-fifths of them are contented with the competitor's products. A possible explanation for this is there is insufficient quality control during manufacturing process. It might lead to unconvincing quality of our MP3 players.
3.5 Market Share In March 2010 market share of H&F began fluctuated until October 2010. After that it declined slightly and hit a trough in February 2010. In comparison with iGADGET, its market share increased slightly starting from March to June 2010. Then it fluctuated until September 2010. There was a stable drop and steady rise from September 2010 to January 2011. Finally, it leveled off at the end of February 2011. Owing to outdated marketing strategy, Felix Chan, who is 49-year-old star has been the celebrity spokesperson promoting H&F MP3 players for three years, may not attract most of youngsters.
4. Conclusion The findings clearly indicate the main sources of dissatisfaction for interviewees are the unsatisfactory design, inconvenient functions and poor quality of headphone. In addition, an old television star has been used to promote our product for few years which cannot attract teenagers to purchase our MP3 players.
It can be concluded that in order to boost our market share as well as to improve our products, we should take some immediate measures.
5. Recommendations
5.1 Design Given that a major cause of dissatisfaction amongst our consumers is a lack of color choices, it is recommended that our company should introduce more choices for customers. Our market share will be wider and the popularity of our product will increase.
5.2 Functions As a result of the inconvenient transferring procedure of our MP3 Players , it is suggested that a user friendly and simple system should be adopted. Therefore, it is more acceptable for users.
5.3 Headphone Quality In view of the poor quality of headphone, it is proposed that the manufactures should improve the total quality management. It is believed that the headphone will be more portable and durable.
5.4 Market share In the light of the fact that the market share of our MP3 Players declined, we could consider changing our spokesman to Eddie, who is a 22-year old, famous pop singer, which can attract more teenagers. It is hoped that teenagers will consider our products first.
market share - make sure that you show that the gap between the two companies is increasing. The general trend is important. Also, the spokesperson is just one reason for the decline in market share.
More detail needed for headphone recommendation.
Overall quite good.
1. Introduction
In the light of the unsatisfactory performance of MP3 players produced by our company, it seems that we need to identify the problems and make a number of recommendations accordingly.
As requested ,this report analyzes those potential problems leading to low satisfaction of customers and declining market shares. The main aim is to improve the market share of H&F MP3 players.Based on the findings, analysis will be made followed by a conclusion and recommendations.
2. Procedures
The findings of attachment 1 for this analysis are based upon market survey carried out with consumers at M&D Market Research Company in February 2011.A total of 400 MP3 users which consists of 200 H&F MP3 users and 200 iGADFET MP3 users were interviewed and asked to complete a questionnaire on the design, functions, sound quality and other aspects of the H&F and iGADGET MP3 players. Another attachment indicates the market shares of both H&F and iGADGET MP3 players from March 2010 to February 2011.
3.Findings
3.1 Overview
Attachment 1 shows the satisfaction with H&F and iGADGET MP3 players in February 2011. It was found that there were three main areas that need to be improved. They are design, functions and headphone quality respectively. Other aspects including sound quality and battery life are not our main concerns. Attachment 2 mainly focuses on the H&F and iGADGET market shares. It is clear that our market shares has declined steadily.
3.2 Design
Only less than half of the interviewees were satisfied with our design of the products while more than four-fifths of them were contented with our competitors, iGADGET MP3 players. The possible reasons seem to be old-fashioned design and the scarcity of color choices. However, our competitors provides more color choices for the consumers. Therefore, it implies that more people will prefer IGADGET MP3 players.
3.3 Functions
Under two-fifths of consumers shows satisfaction with our products while about two thirds of them were satisfied with our competitor's MP3 players. It is probably due to the fact that our product is not user-friendly enough and a software program needs to be installed before transferring music to MP3 format. Compared with iGADGET MP3 players, they simply drag and drop which is more convenient for the users. It shows that the interviewees like simple transferring procedure.
3.4 Headphone quality
Over a quarter of the interviewed feel happy when using our products while exactly two-fifths of them are contented with the competitor's products. A possible explanation for this is there is insufficient quality control during manufacturing process. It might lead to unconvincing quality of our MP3 players.
3.5 Market Share
In March 2010 market share of H&F began fluctuated until October 2010. After that it declined slightly and hit a trough in February 2010. In comparison with iGADGET, its market share increased slightly starting from March to June 2010. Then it fluctuated until September 2010. There was a stable drop and steady rise from September 2010 to January 2011. Finally, it leveled off at the end of February 2011. Owing to outdated marketing strategy, Felix Chan, who is 49-year-old star has been the celebrity spokesperson promoting H&F MP3 players for three years, may not attract most of youngsters.
4. Conclusion
The findings clearly indicate the main sources of dissatisfaction for interviewees are the unsatisfactory design, inconvenient functions and poor quality of headphone. In addition, an old television star has been used to promote our product for few years which cannot attract teenagers to purchase our MP3 players.
It can be concluded that in order to boost our market share as well as to improve our products, we should take some immediate measures.
5. Recommendations
5.1 Design
Given that a major cause of dissatisfaction amongst our consumers is a lack of color choices, it is recommended that our company should introduce more choices for customers. Our market share will be wider and the popularity of our product will increase.
5.2 Functions
As a result of the inconvenient transferring procedure of our MP3 Players , it is suggested that a user friendly and simple system should be adopted. Therefore, it is more acceptable for users.
5.3 Headphone Quality
In view of the poor quality of headphone, it is proposed that the manufactures should improve the total quality management. It is believed that the headphone will be more portable and durable.
5.4 Market share
In the light of the fact that the market share of our MP3 Players declined, we could consider changing our spokesman to Eddie, who is a 22-year old, famous pop singer, which can attract more teenagers. It is hoped that teenagers will consider our products first.